SeAH Superalloy Technologies — SeAH Superalloy Technologies

SeAH Superalloy Technologies is a Korean steel conglomerate's first ground-up U.S. manufacturing venture. It set out to break into a superalloy market long dominated by a handful of entrenched, decades-old suppliers, most specialized in only one process, either investment casting or additive manufacturing. SeAH offered something different. Cast ingot and additive powder production live under one roof, so a program can move from prototype to production without switching suppliers, backed by a sales team built as a technical partner instead of a vendor.

The stakes went beyond timing. SeAH was asking aerospace, defense, and industrial engineers to trust a brand-new company in a market where reputations take decades to build. That trust couldn't wait for the $110 million Temple, Texas facility to finish construction. The brand had to establish who SeAH is and what they bring to the table before the plant could.

Montgomery Code built SeAH's launch in two acts. During a deliberate stealth phase, we built the brand foundation and website while SeAH kept its product offerings under wraps until the facility could back them up.

As SeAH's Temple, Texas facility took shape, our team made repeated trips to the site throughout construction, capturing photography, drone footage, and video of the build as it happened, and putting SeAH's hiring push on billboards along the way. But we're a Michigan-based team, and part of how we operate is getting creative and getting things done when the obvious path isn't ready yet. When SeAH's own machinery was still en route to Texas, we didn't wait. We filmed at their automation partner’s facility in Holland, Michigan instead, capturing the processing infrastructure in action while the final touches were being put in place at the facility down south.

At the center of the launch is an interactive chemistry catalog. Sourcing an alloy from most suppliers means a spec sheet, stacks of spreadsheets, or a phone call to confirm the composition. SeAH's catalog puts that decision in the buyer's hands, letting them filter by element and percentage and start a sales conversation already informed. It's the same partnership SeAH's team wanted with every customer, built directly into the product experience. We paired it with a flipbook catalog and dedicated product pages.

The full launch went live two weeks before SeAH melted its first superalloy heat. SeAH opened its doors with a complete identity already in place, so they could focus on the work instead of explaining it, and we're still on board as they scale.